b2btochina

Traditional enterprises and a "big guy" to the level of tens of billions of mole repeller trenches, the news came out, and instantly aroused the concern of the industry.
Suning DNA with traditional companies to win the e-commerce easy to buy success?

One month ago, Suning Appliance (hereinafter referred to as "Su Ning") headquarters from the original office just moved to the bustling Nanjing Xinjiekou Xuzhuang software industrial park. Down, "Su Ning Road" has been walking, you can see Suning new building, covering about 80 acres. In Suning plans for the next 5 years, the next in the region, will also build a larger office - said to be dedicated to Suning easy to purchase the office building, an area of ??more than 120 acres.

Just two months ago, Suning easy to buy the strategy announced in 2011: Suning easy to purchase an independent company, positioning the store with the line parallel to a channel, Ling Guosheng, general manager for Tesco Ren Suning, strict selection of 6,000 soldiers will. The e-business strategies beyond Suning Appliance 3C, will expand category, department store products to create integrated suppliers (self-purchase virtual goods and department stores), building an independent pricing system and an automated logistics system.

Traditional enterprises and a "big guy" to the level of tens of billions of wlan antenna trenches, the news came out, and instantly aroused the concern of the industry.

Transition strategy

In any traditional business e-commerce strategy, the Group set up online business orientation and commitment are very important.

"In 2010 the Group began to identify the strategic direction." Ling Guosheng, general manager of Suning said Tesco, from a strategic point of view large Suning, Chairman Zhang Jindong, Suning Tesco want to, and line with actual situation, the scale of 300 billion to create the future, line with the same amount of times. More importantly, the line is different, and online content, online coverage than traditional appliances, department stores, virtual goods, books, etc. is the future trend and Suning easy to purchase the development path.

"For the next 10 years Suning strategic transformation, which is a good choice." Ling Guosheng said.

To speed cover more categories, in May 2011 will be on the lines Tesco Suning sporting goods, books on-line in June. Of course, Ling Guosheng Some do not deny the heart: on the one hand, even if the procurement Suning lower than Jingdong 8 points, but the simple appliances, 3C margin is still low, need to rely on department stores pulled Maori; the other hand, , is to meet the needs of e-tail, of course, ambitious. We have seen two of the largest cake - department stores and home appliances, is over a hundred billion market.

But in the early days, everyone is bound to more use of price advantages, the use of premium services, predatory promote market share. This market share to a certain extent then, it also can continue to advance? When the advance when I can not, then the post-earnings where? Now took a fancy department store Suning billion market this is the future we all want to do. A comprehensive shopping portal, is targeting Suning easy to purchase.

Ling Guosheng told reporters that the success of electronic business industry would like to here. However appliances is relatively difficult to integrate, scale pattern of the high threshold, but not too much merchandise this threshold. May be your system not the department store retail chain set up, but it is easy to be subversive power NTC temperature sensor out, so now we all have to do so.

Some data also noted that the determination of Suning easy to buy the real thing. According to the relevant data show that nearly 3 months Suning Tesco to increase efforts in building an independent IP traffic yesterday, the monthly average of nearly 3 separate IP traffic is 70 million, respectively, and 130 million. The data were Jingdong 410 million and 4.64 million. 3 months time, the gap from 1 / 6 down to 1 / 3.

Advantages open up the supply chain

Tesco Suning felt a great threat to people the strength of reason comes from the following:

First is the front end. From the product perspective, the traditional business Suning Appliance and 3C the first large force, and integration of upstream suppliers of resources, a great advantage. "Others may get money to buy goods, but suppliers do not give, because breaking the pattern of existing retail channels." If there is no strong upstream integration, who lives in manufacturing leather and channel agent's life, whoever This conflict of interest will be hit.

To Suning good example of large home appliances and 3C. 3C products, profit margins are very small, integrated supply chain, the relative degree of difficulty will be smaller, and channels have not formed an orderly competition, did not form a complete supply chain, relatively easy to accept the electricity supplier; and traditional large home appliances integration will be much more difficult, the inherent channel and supply chain mature form may take a time difference.

Electricity supplier industry really very difficult to enlarge and strengthen the traditional home appliances. To Jingdong, for example, is the traditional "ice-wash color space" (air conditioners, refrigerators, washing machines, color TV) is very low proportion of total sales, more than 100 billion yuan of sales, of which only 10% -12% is the traditional home appliances. This part of the traditional consumer electronics channels are mostly roasted seeds and nuts to do, rather than one to one supplier to complete the factory. While Suning, the upper reaches of the traditional supply chain integration capabilities, will play a strong competitive advantage. "Every year in June, when air-conditioning season, Suning car in front of several large libraries have long lines, you want to integrate this ability is not able to integrate into." Ling Guosheng clear ability to integrate the supply chain is full of confidence.

Back the same way.

Now fight the back-end launch x431 diagun and service, only from Jingdong, Taobao's logistics strategy can be seen. "But now Taobao and Jingdong done, we have done for 20 years." Ling Guosheng further said Su Ning now has more than 1,400 stores, 94 distribution centers, more than 4,000 service outlets. The completion of such a network requires a lot of investment of time, this is precisely the accumulation of so many years Suning line advantage.

Suning has been integrated well in these early, saving significant development effort Suning easy to purchase the time and cost. Do open up once and line, line distribution, and other traditional advantages will be demonstrated. "Our traditional strength distribution is very obvious, city express a long time, quickly sent to two hours." Ling Guosheng said.

According to report, Suning easy to purchase the above, the traditional large appliances will be more products, there are goods and the distribution of pressure is not great. Suning Tesco has more than 2,000 call center seats, will also use the existing 1,400 self-Suning stores, consumers can pick their own to the store, you can also choose from Suning delivery to your door. At the same time, 3C products, will increase this year, Suning are easy to purchase 10 separate small items in the self storage started in May will all use.

"Last year, Tesco has been profitable Suning, which is a big difference." Ling Guosheng, said Su Ning is now easy to share the development effort depends on their own or need to accelerate. In 2010, Suning Tesco sales mouse repeller 20 billion yuan, their goal is to reach 8.0 billion by 2011.